How to manage the overlapping role of SEO specialists and content writers?

July 9, 2017

No matter how finely a line is drawn between the roles of Content Writers and SEOs, one of the main avenues remain unattended – and that is; who should optimize content? A digital marketing expert at Pulse discusses who should ultimately own content optimization.

Is it an SEO’s job to optimize content or the content marketer’s responsibility to deliver fully optimized valuable content? This is an argument that often gets messed up without any clarity. See what we have to say.

Content and Search Engine Optimization fall into the same sphere of digital marketing but are distant from each other. It wouldn’t be wrong if these two are considered as independent disciplines and are expected to be taken separately. Nevertheless, both can’t be detached entirely.

“Organisations who can’t match up in content creation and promotion may find themselves losing out to content marketers who learn the basics of SEO.” ~ Rand Fishkin, CEO/Co-Founder, Moz

Before broadening our point of discussion, let’s have a quick view on what exactly each area deals with;

On-page optimisation is critical to any result driven SEO campaign and it means that dealing with content is a part of SEO’s job. But does this say that content

optimization comes under SEO? Or shall a content writer be responsible for creating fully optimized content? And if so, to what extent?

Expecting an SEO practitioner to meet all requisites would be equally unfair like asking content writers to create backlinks. However, content writers must have enough knowledge about curating and creating great content around the list of keywords provided and what traction each keyword would lead.

There are a few impression that we aim to simplify today.

1. A Chicken and Egg Situation:

Search Engine Optimization and Content Marketing go hand in hand to achieve results. An SEO practitioner takes care of all technical and structural issues that come in layers and can obstruct ranking whereas, Content deals with the creative aspect of the site and on-page optimization.

None can be undermined and played well without one another as each role has its importance and coincide at the crossroads of digital marketing. With a clear rule of laws, both share a relationship and can create harmony if dealt accordingly.

seo optimized content

Let’s take a step back and go deeper on how the process starts. Most, if not all, new sites often have a bulk of underlying technical and architectural problems which has very little to do with content. SEO practitioner remains involved in scrutinizing concealed issues and focuses on solving them, whereas; Content Marketer creates a copy that is valuable, potent and works best on search.

It has been observed that if a project fails to accomplish, the blame-game starts and keeps on circulating within these two players. Hence, the call gets tougher and harder to handle. Simply put, it is vital to focus on both equally and individually.

2. The major role of an SEO

For any successful digital marketing campaign, teamwork is crucial where everyone plays a certain role. An SEO’s role is to identify the core technical problems, look after the keyword research, traffic involved and develops an on-going strategy.

Once the keywords are sorted, the next fundamental step is to focus on the accessibility of the content while ensuring page titles, meta descriptions, tags are properly done.

Further, an SEO practitioner monitors the performance of each keyword, backlinks, and most importantly, how search engine crawlers and spiders are responding to the content provided.

3. How can Content Writers dominate?

seo guidelines for content writers

There is no alternative to great content and this is why content writers are privileged to have better room to play and experiment creativity. However, with great power comes great responsibility and content writers are expected to know more about how SEO and Search Engines work than SEO to know about the content. A writer’s main job is to play around the keywords and carve out 100% unique, valuable and engaging content. But above all, the content must have all ingredients to generate leads and drive sales.

Today, content writers must understand the mechanics of search crawlers and aspects involved to craft out a well-rounded piece of content to support both; search engines and the audience simultaneously. Content and Seo Keyword research, planning and selection take hours and involve high-end technical awareness, which is definitely not the writer’s cup of tea.

Without the basics, a writer can be shooting blindly in the dark regardless of any definite results. Thus, to have the project running and performing well on the web, both much share and put in their best efforts and knowledge. In this way, they can minimize revisions and can use time more effectively.

Summing up, it is critical to understand that digital marketing can never be a one-man show. It requires teamwork, brainstorming and a rock solid strategy to support the end result. Therefore, an SEO must have some grasp of what key elements can make content good and also, a writer must incorporate the basic norms of SEO required to optimize content. Let your SEO resource be fully focused on technical issues and allow your content person to add that last pinch of creativity to deliver optimized content. Both have their primary roles and places defined and if by any chance, the two roles overlap, they should work as a team to deliver a masterful finished product.

When you allow each person to stay focused on their primary role, you’ll get content that is search engine optimized, brings in targeted traffic, provides your visitors with the information they need and helps move them through the sales process. Keywords will be utilized, but only as required to get the job done.